Consumer Buying Behaviour Essay

INTRODUCTIONThis paper is found on a assort bargain for from the popular coffee house Starbucks. All members were to abide and get a beverage and analyse the grease geniuss palms and reflect on emotions and feelings prior to the purchase and akinly erect purchase. Each assembly member bought something different so we were at that placefore able to comp be to each one individuals give birth.CONSUMER AProblem realisationConsumer A and the other(a) consumers recognised the neediness for a place to meet in erect to learn intercourse some food/a alcoholism that was in the centre of town, within a budget and would non use up a reservation. Consumer A destinyed a assimilate only when also something to a greater extent filling and exciting than a regular coffee or teatimetime. This would usurp the consumer from their actual state to their precedent state (Solomon et al 2010). cultivation SearchDue to the eminent recognition and avail strength of the soil, whe n feeling the need of a whoop it up, savory or cold, Consumer A conceptualise that the Starbucks brand rejoin is integrity of the strongest out there. Thus meaning that it is the first one the consumer go out think of and leadition solelyy the brand is widely available. Particularly in Glasgow central, there is a Starbucks on al intimately e re solelyy corner, stimulating both her informal and external development state (Solomon et al 2010). Consumer A and the rest of the free radical stubborn upon Starbucks, dismissing other rival retailers much(prenominal) as Costa and Caffe Nero Theconsumer intellection about what drinks she had seen people get and say was nice, this is k at presentn as an intrinsic search, Consumer A also saw another female consumer drinking one of the strawberries and cream frappaccino and thought it looked delicious and the pink and white colour junto is very appealing.Evaluation of alternativesStarbucks was elect from the consumers evoked set (Solomon et al 2010), over repayable to dangerous marketing. Consumer A showed rational behaviour by opting for a drink that is quite filling so that it was less expensive than secureing a drink and a separate snack. Consumer A used her prior cognition of the drinks she had tried from Starbucks and opted for a drink she knew she liked the taste of rather than kind seeking Consumer A finds that the wide range of options in Starbucks means it fanny be difficult to make a decision, however they al impoverished you to customize your drink which Consumer A likes as you can get exactly as you hope.PurchaseConsumer A decided on purchasing the strawberries and cream frappaccino. Consumer A have it a bureaued her fix general, service was relatively efficient and her drink did not contribute long. There was low risk and involvement in the purchase, payable to its low terms (?3.29) and the nature of the product. Consumer A, did however, feel a little panicked when she went to orde r as you need to stand in the adjust to read the identity motorcard boards rather than being able to read and decide before get together the queue. This left Consumer A feeling a bit rushed into the decision. Consumer A was offered cream on top, this left them feeling like it was an added extra, leaving them dexterous with their purchase.Post-PurchaseConsumer A was very pleased with the purchase as it tasted delicious and was very filling. Whilst Starbucks can be perceived to have some priceproducts, consumer A did not feel like the frappaciano is one of them, so was satisfied, finding it good value for money. However having seen the high calorie content did make it reasonably less enjoyable as it inspires a little bit of stead-purchase guilt. Consumer A decided to push aside any feelings of guilt, a manifestation of cognitive dissonance (Arnould et al 2004). Consumer A felt full and no long-acting thirsty, it had satisfied her sweet craving and so was now in her topicl st ate. Consumer A will continue to be a regular customer.Consumer A considers what the drink would be if it were a car, sentient being and individual. If the drink were a car it would probably be a convertible, something fun, quite flash and expensive. If the drink were an animal it would be something relatively exotic and colourful, like a bird of paradise. If the drink was a person, they would be very sweet, probably relatively young, vivacious and excitable, peradventure flirty.CONSUMER BThe chemical group recognise a problem when they decide they want to meet up but need the convenience of somewhere that does not require a reservation. There argon several interposes offering similar products in the surrounding area, Costa, Starbucks, Pret a Manger and other less mark coffee shops constructive processing means the decision to go to Starbucks is do rather speedily the decision was almost automated due to the experience of Starbucks product range (Solomon et al, 2010). The group perform an internal search to come on a Starbucks within walking distance from their current position.Whilst in argument to order consumer B browses the many drinks on the visiting card considers the possible flavours and quickly decides to purchase a large loving cup of tea. The tea is chosen as it is consumer Bs favourite tropical drink. As the decision to buy tea was do easily by consumer B there was measure left to survey the cakes and biscuits on offer while in the queue consumer B decided to make a alive(p)spot purchase of a biscuit to accompany the tea.Consumer B enjoys the purchase of tea and a cookie which cost ?3.70 whichconsumer B believes to be competitively priced with rival stores but overpriced in relation to the cost of manufacture however this has not done for(p) the experience. Overall the experience was a positive one service was quick, the store was laid out efficiently, staff were friendly, consumer B enjoyed the social aspect that was make possibl e due to the homely store and the purchase was satisfactory too.Consumer B considers what tea would be if it was a type of car, animal and person and determines, if a car it would be a Volkswagen Golf as it is without significant changes if an animal it would be a dog or cat as is a lifelong companion and if a person someone who was comforting, friendly and dependable. tea leaf has all of these characteristics to consumer B. (Solomon et al, 2010, pg314)CONSUMER CThe group recognise a problem as to what clock to meet up, as some group members are not nearby the selected Starbucks, and others only have a small amount of time due to work commitments. They decide to meet as soon as possible at a set point (Starbucks Buchanan Galleries) and to purchase their products as soon as they can so that all members can be involved, and the members that need to leave will just order take-away cups.Consumer C knew that they would need to leave for work soon after she had met the group at Starbuck s, so their first thought was that it would be ideal to pick up a take-away cup. This is problem recognition (Solomon et al, 2010) in the customer realising they were currently purchasing a product, but would soon need to leave the situation where the product is generally consumed. Pre-purchase research had taught them that Starbucks offer a take-away service.Having made this decision, consumer C now considered her options for a drink. Not particularly liking tea or coffee consumer C decides to buy a savory chocolate, and makes it a small as they are not that esurient. As consumer 2 is compensable the cashier offers them cream and marshm awards for a small extra price, and so makes a hotspot decision to purchase cream for on top of the hot chocolate.Consumer C enjoyed the purchase of hot chocolate with cream. It was ideal that they could sit and enjoy the drink with the rest of the group, but leave somewhat earlier without having to parry drinking their purchase due to the t ake-away cup. Compared to home-made products was a lot more than enjoyable due to extra touches such as cream and the ability to sit with friends in a comfortable and relaxed environment.Consumer C reflects on their experience of the purchase of a hot chocolate for ?3.40. It was more satisfying than home-made products due to the service it comes with, and was an enjoyable experience with friends. If this product was a car Consumer C thinks it would be a Volkswagen Beetle as it is sweet and almost a bit childish. If it was an animal it would be a sloth because it is relaxed and happy. If it was a person it would be a grandmother type figure, as it is used to cherish people up and as an almost comfort-blanket type product.CONSUMER DThe consumers decided to meet to discuss group work issues. Upon deciding a clash place, there were a few options considered by the consumers a restaurant or a cafe, as they would provide the perfect space and cash machine in order to carry out the mee ting without any major interruptions and would allow them their own space. Most of the group had already eaten lunch as this was about 2pm, so it was thus decided that a cafe would be the most suitable place to meet, allowing them to also enjoy a relaxing hot drink and possibly a cake/pastry.Consumer D already had an idea of a place which would offer the group what they required, due to Internal information search. Consumer D regularly visited Starbucks and had neer been let down by their services, they had a very positive image of the brand. They also remembered reading gamble your local Starbucks and visit us in store for your perfect latte(Starbucks official website 2012) on their official website, which coincidently happened to be their favourite hot beverage. A short conversation wasundertaken which involved assessing the nearby coffee shops such as Costa coffee and Pret a Manger, (mainly those who were branded, as the knowledge of their products and services were the highe st) it was decided that Starbucks was the preferred option by all consumers.Upon arriving at the closest Starbucks, consumer D already had decided what drink they were sacking to purchase (a latte) as they had previously enjoyed the akin drink many propagation before and it was their favourite. As consumer D waited in the queue (queues are present nine times out of ten in most Starbucks although that never hindered the experience) they were faced with all of the cakes and sandwiches that the cafe had to offer. Although consumer D had just eaten lunch, they were almost at eye level with their favourite cake and made a rash decision to purchase it as they usually enjoyed it alongside their favourite drink. After ordering, the assistant because asked for consumer Ds realize, to place on the order, to give it a in-person touch, to make experience somewhat more pleasant.Taking into consideration all the qualities of the drink, the consumer decided that if it was to be compared to a car, it would most resemble an Audi as it was a safe option, it was reliable and not just a regular coffee, it was an upgraded advanced(a) version. If the drink was to be compared to a person, it would most resemble a adult female/mother in a well-paid occupation as it gives vibes of self-assurance and sophistication, due to the sharp coffee taste but also an instinct and warming vibe due to milk being the basis of the drink. It was then considered that if the latte was an animal it would be a Persian Cat, mostly due to the similarity of the colours and the cuddly yet classy image that they project.Consumer D was just as impressed as they always were with their Starbucks purchase they believe that the brand is very consistent with the quality of their products which draws them in as they never have the risk of being foiled. Although it cost them ?5.25 for a coffee and a cake, it was not grudged as it is now accepted as the norm for all branded coffee shops. Consumer D had al so enjoyed the free Wi-fi, as it aid the group whilst they were enjoying their beverages so they could socialise, discuss andresearch all at the same time.Consumer D set that the purchase was one of low involvement as during the information search, it was limited and not many options were considered when it came to the purchase, they knew what they precious to buy, they didnt have look into any other product the behaviour was habitual and post purchase, there was little evaluation on the purchase and no research was undertaken.CONSUMER EPrior to the visit to Starbucks, Consumer E was thrilled at the chosen place of purchase. Consumer E is familiar with the American Coffee House and visits regularly. Although Consumer E has been countless times before, this experience was to be different and the trip was to be made with a group of friends who had not spent time with each other before. Consumer E felt wary and anxious about how the group would all get along and how the experience w ould be. Consumer E was more come to about the people attending the meeting than actually making the purchase. Consumers E was considering whether to stick with the regular order or try something new to add to the whole new experience. Consumer E gathered information from the Starbucks website on what other beverages and snacks they serve to be prepared for meeting. Consumer E had decided on the purchase going to be made, however, before doing so, compared alternatives on the menu by analysing bread and butter information. Consumer E then confirmed her choice before the day of the meeting.Friday fifteenth February was the day the group planned to meet at the Coffee House. Consumer E was running late so felt rushed when arriving. The remainder of the group were already sitting down, chatting, and seemed delighted that Consumer E had finally arrived. After nigh 5 minutes of brief chat, the group were ready to make their purchase. As everyone made their way to order, Consumer E eff ected that the firmed choice of hazelnut hot chocolate was not desired any longer. Consumer E had been in such a great rush to get to the meeting that the needs had changed and now craved something cold and refreshing.The queue was terribly long, so Consumer E had sight of time to evaluate alternatives. When the caramel Frappuccino had been ordered, Consumer E felt no fervor and friendliness from the staff, which is normally the atmosphere created in Starbucks. The staff did ask thename of the consumer to write on the cup, which is a nice, personal touch. The member of staff questioned whether the consumer would enjoy cream on their beverage or would prefer without. Consumer E concur to the cream and made the purchase of ?3.29.After making the purchase, Consumer E realised there was no up sell of snacks or biscuits which the felt was queer and thought effort was lacking from the staff members. When the drink was ready, it was made sensible that it was served in a plastic cup ev en though the consumer had verbalise they were sitting in. When arriving back at the table to join the remaining group members, Consumer E felt slightly out of place as the other members were sipping from large, Starbucks stamped mugs. Their experience seemed more homely, warm and comforting whereas Consumer E felt their Frappuccino was over-priced to be served in a plastic cup, with a straw.The consumer understood that the type of drink is slightly different however, the purchase made should not affect the overall experience of consuming in such a place where expectations are so high. Consumer E felt as though they had been given a take away, and although the beverage was lovely, it would have been more enjoyable if it had been consumed the same way as the other group members from a mug like youre sitting at homeOverall, the experience of the purchase was slightly bilk however, Consumer E loves the social aspect of Starbucks. If the consumer had the chance to indulge in the atmos phere predicted before the purchase was made, then the outcome may have been different.CONSUMER affinityProblem RecognitionThe consumers recognised a variety of reasons as to why they made their purchase. Consumer A was thirsty and wanted something quite filling, Consumer B wanted a drink and a snack, Consumer C wanted the convenience of a takeaway cup, Consumer D wanted a drink and was also hungry for a cake, and Consumer E also wanted a drink. All the consumers set the needfor somewhere cheery and not too expensive to meet. info SearchThe consumers used different methods of collecting information. The choice of Starbucks was largely based on all the consumers previous experiences and awareness of the brand, showing successful marketing, as all of the consumers noted that they had previously been and it was thought of as an easy and convenient choice. Consumer E, D and A admit to being regular customers, thus illustrating not only their brand loyalty but also how integrated the Starbucks brand is within consumers internal search, strong brand recall (Solomon et al 2010). Consumer E also used an external search by looking at the product options prior to their trip, comparing prices and calories. Additionally Consumer D recalled knowledge of one of the brands advertisements on their website.Evaluation of AlternativesThe evaluation of alternatives was somewhat unique for each consumer. Consumer E had decided upon their purchase beforehand, Consumer D stuck to her favourite drink, whilst Consumers C, B and A perused the menu and made more impulsive decisions from the extended menu. Consumer A was relatively price conscious. All the consumers evaluated whether they would enjoy the purchase beforehand and stuck to drinks they had tried before to bar disappointment.PurchaseConsumers had different experiences when making their purchases, despite it being the same staff. Whilst Consumer E was disappointed by the lack of up-sell, Consumer A thought this was a posi tive aspect of the experience as she felt that being pressured into purchasing more is a turn-off. Whilst Consumers A, C and D were okay with the price, Consumer B thought it slightly overpriced especially in relation to the manufacture cost of her tea however all the consumers agreed on the enjoying the social aspects ofthe Starbucks experience.Post-Purchase EvaluationThe consumers post purchase evaluations also differed despite being together in the same Starbucks at the same time. Personal preference would be best identified as the driving force behind why some Consumers were more pleased with their purchases than others. Due to the nature of the products purchased the consumers were able to test the product immediately. Consumer A was pleased with her purchase despite a little post-purchase guilt and experiencing a little post purchase dissonance, Consumer E was left slightly disappointed with their purchase, whilst consumers B, C and D were all satisfied, describing it as a pos itive experience and purchase. Whilst Consumer E was left unhappy with the fact their frappacciano came in a take away cup, this was seen as a positive for Consumer C, for whom the ease of the plastic cup allowed them not to rush before heading to work commitments.CONCLUSIONIn conclusion, consumers A, B, C, D, and E, all used the Individual Decision Making Process when going about their purchase from Starbucks. Consumers A and purchased their drink through need as well as want, they were thirsty. Consumers C and were more driven by want as they werent particularly hungry or thirsty. In the schooling search stage, all the consumers followed a relatively similar pattern, due to the high brand awareness of Starbucks and its easy availability. None of the consumers set an exact budget, but all the purchases retailed under ?7. On the whole all the Consumers, except consumer E who expressed a little disappointment, had a positive experience and Consumers E and D are already loyal custome rs. Therefore they are liable(predicate) to go back and continue to purchase from Starbucks. The consumers decision making processes are somewhat unique and are more complex due to the extensive menu and options available.REFERENCESJames R. Bettman, The Decision Maker Who Came in from the Cold (presidential address), in Leigh McAllister and Michael Rothschild (eds), Advances in Consumer look into 20 (Provo, U.T. Association for Consumer Research, 1993) 7-11 John W. Payne, James R. Bettman and Eric J. Johnson, behavioural decision research A constructive processing perspective, turn over Review of psychology 4 (1992) 87-131 J.R. Bettman, M.F Luce and J.W. Payne Constructive consumer choice processes, Journal of Consumer Research 25(3) (December 1998) 187-217 for an overview of recent developments in individual choice models, see Robert J. Meyer and Barbara E. Kahn, Probabilistic Models of Consumer alternative Behaviour, in Thomas S. Robertson and Harold H. 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